When ad agency David in Buenos Aires, Argentina, was tasked to create a PSA about breast self-exam for a breast cancer campaign, they encountered a problem. Their target audience—women over 25—could easily be reached through social media, but platforms like Facebook and Instagram ban posts featuring nipples. Their solution: Show women how to do a breast self-exam (BSE) on a set of man boobs.

"Breasts aren't very welcome [on social media]. They're censored," the creatives behind the PSA told AdWeek. "Even when teaching how to perform a BSE for the early detection of breast cancer. That's where 'manboobs4boobs' comes in: A health-related campaign that requires men to partake in order to succeed."

The #ManBoobs4Boobs PSA is pretty great. It begins by explaining how women's breasts are censored on certain social networks, even when used to demonstrate how to detect early breast cancer. It shows a woman's breasts covered up by the Facebook and Instagram logos. "But we found boobs that aren't censored," the voiceover says. "Henry's." In steps a shirtless man, his "man boobs" at the ready for demonstration.

Then, the PSA goes through the steps for how women can examine their breasts. It's an important message: According to the American Cancer Society, early detection of breast cancer can save thousands of lives. This means regular mammograms are very important, as well as noting any changes in your breasts and reporting them to your doctor.

And it's actually important that "Henry" and other men know how to check for breast cancer, too. The CDC reports that in the U.S., 2,125 men were diagnosed with the disease in 2012. That's a small number in comparison to the 224,147 U.S. women diagnosed with breast cancer that same year—it's the most common form of cancer for women—but men should know how to detect the disease, too.

Watch the hilarious but educational PSA below, and feel free to share on social media—no censoring for these "man boobs"!